Ladbrokes recruits Mark Wahlberg for new Australian campaign
Ladbrokes has announced its development of a brand new marketing campaign set to launch in Australia, and has recruited Mark Wahlberg to be the campaign’s main star.
The London-based firm’s parent company, Entain‘s hiring of Mark Wahlberg does not come as a shocker, since the company is notorious for recruiting Hollywood stars to take part of their TV campaigns, including Jamie Foxx and Danny McBride in the past.
The new campaign set to launch in Australia was specifically made to help in the saving of Crown Resorts’ casino near Sydney. This specific casino has been facing many troubles for a while now, and is estimated at AU$2.2bn (£1.2bn).
By recruiting the star, the company is wishing to draw some attention to the Australian campaign and boost its reach. In the TV ad, Wahlberg is wearing a suit while he sits on a golf cart, holding a smartphone that parodies “Ladbroke it!”. After that, there is an explosion in the back and the star is heard laughing. He is taking on the role of the new Ladbrokes CEO Mike Iceberg. This specific scene was shot towards the end of last year down under, and the actor was complying to all quarantine rules.
Many of the companies’ past advertisements have not transferred well with the public. Early last month, The Advertising and Standards Authority (ASA) told the company that it did not approve of one of their newer broadcasts, stating that it was depicting “gambling behaviour that was socially irresponsible.”
Many of Australia’s casinos have been marked as unsuitable to obtain casino licences by many members of the country’s Supreme Court. It is therefore important for affiliates to see past the glamour, and keep tabs on the gambling situation in the country.